Digital by default the story so far and next steps and aam update
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12.40 - 12.40. Digital by Default – The Story so far and Next Steps, and AAM Update. Julian Hatt, John McRae Head of Customer Understanding and AAM, HMRC. HMRC: Digital by Default The story so far and next steps. Jul ian Hatt – Head of Customer Engagement

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Digital by Default – The Story so far and Next Steps, and AAM Update

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Digital by default the story so far and next steps and aam update

  • 12.40 - 12.40

Digital by Default – The Story so far and Next Steps, and AAM Update

  • Julian Hatt, John McRae

  • Head of Customer Understanding and AAM, HMRC


Hmrc digital by default the story so far and next steps

HMRC: Digital by DefaultThe story so far and next steps

Julian Hatt – Head of Customer Engagement

John McRae – Agent Account Manager

Running order

Running Order

  • ‘Hot Topics’ for Agents and HMRCJohn15 mins

  • Digital by Default – Recap & UpdateJulian15 mins

  • Questions and (if you’re lucky!) AnswersAll10 mins

Agent account manager service

Agent Account Manager Service

10,000 tax professionals are signed up for this service

Over 2,500 client specific issues facilitated

Top 5 issues

Repayment delays – Ltd Companies / Self Assessment and PAYE




Online services

Digital by default

Digital by Default

Digital by default1

Digital by Default

  • Digital services are so straightforward and convenient that all those who can use them will use them, whilst those who can’t will not be excluded

  • ‘Revolution not Evolution’ (Martha Lane Fox’s 2010 report)

  • Substantial investment in HMRC’s digital services: +£200m in Budget 2013

  • External pressure (Office for Tax Simplification, Administrative Burdens Advisory Board, business, tax profession) to make things quicker, easier and simpler for SMEs


Digital strategy

Digital Strategy

Digital by default the story so far and next steps and aam update

Supporting our Customer Centric Strategy

It drives revenue –digital by default services will allow us better to target interventions and manage risk on a transaction by transaction basis

Shifting more contact to digital channels contributes significantly to each of HMRC’s strategic objectives.

It’s cheaper – self serve allows us to theoretically shift to a ‘frictionless’ relationship, or at least towards cheaper channels.

It’s better for customers – a true digital interaction is quicker, easier, and comparable with external experiences.

Allows us to quickly target and segment – broadens our ability to deliver services by segment & influence behaviours (“nudge”)


Facts n figures

Facts ‘n’ Figures


Facts n figures1

Facts ‘n’ Figures


Facts n figures2

Facts ‘n’ Figures


How are we doing it

How are we doing it

Focus is on user needs rather than traditional requirements

Delivery is iterative (start small and grow) rather than agreeing all the detail upfront

Regular user testing throughout to inform development and design

Ongoing improvement and iteration of the service

Delivered via more flexible design/delivery process – Agile

How are we doing it1

How are we doing it

User Needs


Speed of Delivery


The 4 digital exemplars

The 4 Digital Exemplars


Your tax account and digital sa

Your Tax Account and Digital SA

Digital self assessment background

Digital Self Assessment - Background

Self Assessment is one of our flagship online services

80% of our customers choose to file online

Only 25% of customer self assessment journey takes place online

We send customers letters at every stage of the process

Despite filing with us online…

We use paper to tell customers the outcome of their filing!

This is confusing and drives low-value contact at our contact centres

600k calls asking about repayments

183k letters asking about letters


What are we doing

What are we doing

Can access all the help they need via links to…

…tailored education…

…and interactive tools taking them straight to the relevant information for them

Can see an overview of their HMRC “account”…

Via their personalised homepage small business users …

…with links straight to action they need to take…

…help finding the right payment plan…

Can get the answers to their questions quickly and easily

…and a personalised tax calendar with digital alerts

…as well as receiving tailored outbound communications from HMRC

Can get direct access to all the online transactions relevant to them…

…and receiving relevantkey messages from HMRC (and potentially other Government Departments) direct to their homepage

…without having to wade through content that isn’t relevant to them


Your tax account sequencing

Your Tax AccountSequencing

750 volunteered for a 2 month trial of the Private Beta service– not all used it

Feedback mechanisms were in place – both in-service and ‘exit survey’

A pan-exemplar customer support model was also evaluated during the trial

Public Beta started on 7 April 2014

Not yet widely accessible

Controlled ‘rollout’ – HMRC able to throttle take-up dependent on performance

Can revert to existing [HMRC portal] access if necessary

‘Skin & Link’

Continual development of the service – new features and functions


Paye for employees

PAYE for Employees

Paye online

PAYE Online

The first online service for 41 million individuals within PAYE

60 million calls, annually, to HMRC’s contact centres

13.9m PAYE-related

4-5m of these are to query tax code

16% of these relate to car / van, fuel and medical benefits

Costing customers £5 per call and HMRC £6 per call (longer calls)

A Private Beta underway with changes to car / van benefits and bank interest

Shift balance of the relationship away from the employer and on to HMRC

Currently forecasting that PAYE calls will reduce by 1.7m [12%]


Agent online self serve aoss

Agent Online Self-Serve [AOSS]

Agents setting the scene

Agents – Setting the scene

At least 8m customers use an agent to represent them

Customers choose an agent for a variety of reasons

The majority use an agent for profit taxes

Customers look to agents to

ensure they pay the right tax at the right time

Our aim

Our aim

Agents will be able to:

Register with us digitally

Notify us of clients digitally

View clients’ data online

Use digital services on behalf of


More to come

Agents on the digital agenda

Agents on the digital agenda

We have ambitious digital plans that mean we need to:

Have a single view of agents and their clients – and recognise this relationship

across tax regimes/services

Reduce exposure to cyber crime by bogus agents

Move agents away from using paper

Enable an authorised agent to see and do digitally the same as their clients

Identity assurance ida

Identity Assurance [IdA]

  • A pan-government project led by Cabinet Office

  • A model for trust and security

  • A process for providing individuals with credentials that allow them to prove that they are who they say they are (when online)

People perform different roles

People perform different roles

  • Individual managing their own tax affairs

  • Responsible officer managing tax affairs of a limited company or partnership

  • Employee managing the tax affairs of a business entity

  • Self-employed (sole trader) agent managing the tax affairs of a client

  • individual, limited company or partnership)

  • Employee in an agent organisation managing the tax affairs of a client entity

  • Friends and family (unpaid)

  • Others

Authority management service

Authority Management Service

  • A service which allows people to interact with government services on behalf of other people or organisations

  • IdA for Organisations and Agents

  • A process providing online credentials for all levels of responsibility to prove permission is held to act on behalf of an organisation

  • Discovery phase has been completed

    • Mid-way through research and development of an Alpha prototype

Discovery for ida users told us

‘Discovery’ for IdA - Users told us

  • Solutions need to be easy and carry perceived benefits

  • Personal and work identities need to be separate

  • Large organisations will need scalable solutions

  • Credentials need to be tied to the firm – not to employees

  • Delegation needs to reflect the different roles and responsibilities within an

  • organisation

  • Do not create additional work for our customers

Delivering the new services

Delivering the new services

  • Will depend upon Identity Assurance and Authority Management solutions for citizens, businesses and agents

  • Authority Management allows IdA credential holders to delegate permissions

  • We are working closely with GDS to ensure HMRC’s new digital services and IdA: Authority Management credentials are carefully integrated

  • Next step – continue to user test and develop the initial (Alpha) products

  • Aiming for private beta – Oct to Dec 2014



  • Friends & family agents

  • delegation of authority to the friend or family member

    • Organisations & agents in business

  • more complex needs for delegating permissions in-house and to third parties

    • Third party software

  • most businesses and agents use in-house or third party products to

  • govern access to services & customer records

    • Existing agent / client relationships

    • we want to:

      • transfer these to the new services where we can

      • find the least burdensome way to do this

    • it will not be possible in all cases

  • Digital by default the story so far and next steps and aam update


    Thank you

    Julian Hatt

    John McRae

    Thank you

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